Sonic speeds into Build-A-Bear Workshop

SEGA partners with the custom plush chain for licensed Sonic range

SEGA has partnered with personalised plush retailer Build-A-Bear Workshop to bring its customers a new licensed Sonic the Hedgehog line.

An online exclusive bundle—featuring a 17-inch Sonic the Hedgehog furry friend, a plush gold ring wrist accessory and a limited-edition Sonic print—is available now in the US, and will launch in the UK on 8 December 8 at www.buildabear.co.uk/sonic.

“Our partnership takes this momentous occasion to a whole other level,” said Anoulay Tsai, Director of Licensing at SEGA of America. “Build-A-Bear has ingeniously formulated a way to capture the collectors market, and we’re honoured to be afforded the opportunity to (pun intended) build this unprecedented program in SEGA history. We hope to captivate devoted fans and introduce Sonic to a new audience with this furry friend!”

The new range caps a full year of anniversary celebrations for Sonic, as SEGA’s iconic blue blur turned 25.

“Sonic the Hedgehog is one of the most iconic characters in the gaming world, and SEGA is a fantastic addition to our world-class portfolio of licensed partners that continues to appeal to Build-A-Bear Workshop guests of all ages,” said Gina Collins, Chief Marketing Officer, Build-A-Bear Workshop. “We worked closely with the team at SEGA to create an online exclusive bundle and in-store offerings that appeal to Sonic fans, and we’re excited to launch them in time for the holidays.”

The in-store Sonic offerings will be available at UK and Ireland Build-A-Bear Workshop locations in March 2017, as well as Denmark.

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